The ads, under the ongoing “Always With You” tagline, are intended to provide an antidote to the category norm, which tends toward aspirational positioning and polished images, Fredericks said. In addition to the spots, there will be out-of-home ads in New York, Los Angeles, Miami, Denver and other major markets.

In-house experts

Party Land, which won the business in 2023, dug deep into its TikTok knowledge and tapped its young staffers for inspiration and personal experiences. That proved invaluable as the agency aims to “create resonance on a platform where trend cycles move at lightning speed.”

The campaign’s concept, which was included in the agency’s pitch for the account, “immediately stood out to us due to its authentic Gen Z appeal,” according to Alexandra Reveles, vice president of global brand for 57-year-old JanSport. “The idea is not only hilarious but also a true reflection of both JanSport and our consumer base.”

In a category “flooded with options,” the campaign’s goal is to “capture attention in a world where our consumers are constantly scrolling and tapping on their devices,” Reveles said. “We aim to provide a moment of laughter while keeping JanSport top of mind for their next purchase.”

The brand has experimented with comedy in the past via a 2021 campaign from R/GA called “Disorientation,” following a mental health-focused effort in 2020 called #LightenTheLoad with assists from agency Haymaker and producer Ruby Pseudo.